NORMA SUBJEKTIF, SIKAP, dan, NIAT KONSUMEN YOGYAKARTA DALAM PEMBELIAAN MAKANAN ORGANIK
This research aim to examines the roles of subjective norm, health consiuosness in predicting attitude toward buying organic food. This research also examined the effect of attitude toward buying, and importance low price to purchase intention organic food. This research was conducted using a quanti...
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| Format: | Thesis |
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[Yogyakarta] : Universitas Gadjah Mada
2013
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| Summary: | This research aim to examines the roles of subjective norm, health
consiuosness in predicting attitude toward buying organic food. This research also examined
the effect of attitude toward buying, and importance low price to purchase intention organic
food.
This research was conducted using a quantitative approach with a survey method
where data is collected using a questionnare. This research respondent is student who have
never bought organic food. Statatical tool used in this research was simple regression and
multiple regression.
The result suggested that health consiuosness and subjective norm have positive effect
on attitude toward buying organic food. Attitude toward buying has positive effect on
intention to buy and importance low price has not positive effect on intention to buy organic
food. Implications for marketers is can be considered for a marketing strategy related organic
products. |
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